Goals of Press Releases for Beta program?
You have probably experienced these press releases too in the press or on Venture Beat or alarm:clock euro:
Announcing Beta programs for a yet to be launched web service.
You find it interesting and click on the link to get to the website.
There you find out the Beta has already been closed, even though the press release is just a few hours old.
Then you wonder, if it was ever really open to the public?
Still you can post your name and email address so they can contact you whenever the opportunity occurs for the Beta. This is the style: “Don’t call us, we’ll call you”.
Beta purposes
Basically a Beta program is to test the application by the future users. The press release should get ‘probable purchasers’ signing up.
However could it be Beta program press releases are a form of advertising?
For:
- Teasing the market?
- Warming up the market? It takes time for people and companies to adopt or accept a new concept.
- Spreading the word, the brand? The more presence and visibility the better, the more trust created.
- Testing the reaction of the market? In order to adjust the launch or even change the web service?
- Getting additional links from websites for SEO (Search Engine Optimization)?
- Collecting contacts of possible leads? Lead generation.
- Attracting the attention of VC’s? As cash is running out?
Probably one or more of the above.
Press release or not?
Making noise creates expectations, if too early before launching the initial interest is gone. Moreover competition can have caught up already.
So should Engago Technologies send out a press release on our LEADSExplorer Beta or not?
We have the advantage to be able to evaluate those who register as we know their company name and can investigate before admitting them to the free web service.
One doesn’t want the competition to use the Beta.
Or should we wait with making waves?
We have tested the service already thoroughly.
Museum of Betas
In any case we have already submitted LEADSExplorer to “The Museum of Modern Betas”, as we liked the idea and it provided an additional link on the Internet.
We don’t want to stick to long in this Museum (MoMB) as a museum relates to the past.
Just need to get beyond the Beta phase and launch into the future.
Your experience with Beta press release?
What was your experience with the Beta press release for your service?
Or are you still in the Museum of Modern Betas?
